The effect of ecotourism knowledge on residents' attitudes in Otavalo, Ecuador: the knowledge theory of attitude-behavior consistency

Purpose>Residents' supportive attitudes are essential for the successful development of ecotourism. Although existing literature has heavily relied on social exchange theory to explain residents' attitudes, this study explores a new theoretical direction by focusing on the cognitive process of residents' attitude formation. This study adopts the knowledge theory of attitude–behavior consistency that emphasizes the amount, relevance and complexity of ecotourism knowledge in shaping residents' positive attitudes toward tourism development in the regional community.Design/methodology/approach>Based on a survey of 394 residents of Otavalo, Ecuador, this study confirmed the reliability and validity of measurements, used PLS-SEM for statistical analysis, and evaluated the effect of ecotourism knowledge on residents' attitudes toward ecotourism.Findings>Under the control of community attachment and fair distribution of economic benefits supported by existing literature, this study finds that ecotourism knowledge has a positive and significant effect on residents' supportive attitudes toward tourism development.Research limitations/implications>By elucidating the cognitive process of residents' attitude formation and change, this paper shows the applicability of a knowledge-based theory to residents' attitudes toward tourism development, and offers practical implications for ecotourism policymakers and educational program developers.Originality/value>This study adopts the knowledge theory of attitude–behavior consistency and shows the positive influence of ecotourism knowledge on residents' attitudes.